One of the most effective times to attempt to re-engage with a lead is after they have been dormant for a long period of time and not interacting with any content.

And then they come back! Maybe from an ad, well timed email, recommendation from a friend, etc. Just think of it from your daily experience with products, you forgot about something for a while and stumble back upon it and are often quite a bit more interested this time around.

Regardless of what brought them there it can be a very impactful time to drive towards next steps in your sales process while being top of mind.

The best way to do this with HubSpot is to create a calculated property that tracks the time between the last two website visits and it’s really pretty straight forward.

Create a custom property for “Previous Time Last Seen” and then set it via a workflow whenever the HubSpot standard property of “Time Last Seen” is updated. (Be sure to turn on re-enrollment to ensure the workflow triggers every time that the standard property is updated.) The delay is added in here for the calculated field to work and any other actions you might want.

Once you are setting the Previous Time Last Seen property, there is one calculated property to create. This will generate the time between visits for automation to run off. Here is what that setup looks like within the calculated property builder:

Now run workflow automation when the calculated property value is at the threshold desired for your business that would indicate someone has returned after a period of inactivity. It shouldn’t be too quick - for example returning after only 7 days isn’t anything special.

We’ve seen that around ~20 days is a sweet spot, but it certainly is worth testing longer/shorter time periods.

Be sure to configure a goal within the HubSpot workflow to track performance and also to disable the “un-enroll contact when they no longer meet the starting criteria” since this will occur as the date field continually change with this workflow.

The goal is to capture this audience immediately upon their return, serve up a targeted message, and ideally drive next steps in the sales process.

Give it a try and let us know how it goes. If you aren’t using HubSpot yet, we work with businesses to make the HubSpot Migration super easy. Don’t hesitate to reach out if there is anything we can assist with.